The many facets of disruption are combining to make traditional insurance models unsustainable. Those companies that respond effectively will be in a position to take advantage of a wealth of opportunities, which we estimate to be worth $375 billion over the next five years. We call these companies "living businesses." They are unwaveringly customer-centric and adopt fluid models and flexible platforms and talent. They understand their customers and adapt and innovate constantly─at speed and scale─to remain hyper-relevant. They will emerge as leaders while those that choose to wait and see how the market unfolds may struggle to remain relevant.